Brand Positioning Strategies During Global Expansion: Managerial Perspectives from Emerging Market Firms

Dana L. Alden, Angeline Nariswari

Research output: Chapter in Book/Report/Conference proceedingChapter


In this study, we explore brand positioning strategies used by Emerging Market Firms (EMFs) as they expand into foreign markets. Of central interest are variations in the firms’ use of global, foreign or local consumer culture positioning (Alden et al. 1999). Also of interest are ways that managerial perceptions of country differences and product category characteristics interact to influence positioning choices. Despite progress, little is known about brand positioning strategies used by EMFs in foreign markets. To initiate research in this area, we conducted an exploratory multiple case study (Yin 2003) of seven Indonesian firms and 18 local brands that are marketed in Southeast Asia and beyond. A follow up survey of 75-100 Indonesian brand managers is underway with results expected by spring, 2011.
Original languageAmerican English
Title of host publicationThe Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World
StatePublished - Jan 1 2017
Externally publishedYes


  • Business
  • Marketing

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